Why Customers Really Buy

Chapter 11Marketing to Donors

The Emotional Triggers That Increased Contributions

There is a craft and a power in listening.

—Glenn Gould

Everyone wants our money, and it’s increasingly difficult to choose between so many worthy causes. That’s why countless institutions and organizations are struggling. Endeavoring to break through the clutter, one small, but highly respected, liberal-arts college tried to engage new donors by organizing alumni events and sharing regular updates about campus activities, through a variety of different venues. Efforts focused on requests for support of ongoing operational expenses or broad new initiatives. This is the story of how emotional-trigger research helped this institution humanize their approach and ...